M&C Saatchi win Creative Showcase 10.1 for catching men with their pants down
SYDNEY, 10 October, 2015: M&C Saatchi has taken first place in IAB’s Creative Showcase Round 10.1 for its “Game of Balls” campaign for the Blue Ball Foundation. Second place was awarded to JimJam Ideas for "Go Behind the Scenery" created for Tourism Tasmania, and third place went to With Collective, for its “Points Destination” campaign for Qantas.
With an extremely original and cheeky campaign, M&C Saatchi raised awareness of testicular cancer: For the first time ever, an actual *CENSORED*ographic video was interrupted by a public health message. M&C Saatchi partnered with Digital Playground, one of the biggest adult film studios, to be part of their biggest release of the year, a tribute to Game of Thrones. In the middle of the action, the *CENSORED* star stopped, turned to the viewer, and taught him how to check himself - demonstrating on her co-star’s privates. And because Australian men are 21% more likely to get testicular cancer than the world average, viewers were directed to the Blue Ball Foundation, an Australian awareness charity. The campaign saw some staggering results: the message spread organically across the net, with 1.5-plus million views in four weeks, 2.5-plus million in six weeks and as of January 2016, over 15 million views. Game of Balls is now one of the most-watched films on the “*CENSORED*web.”
Taking second place for JimJam Ideas was its “Go Behind the Scenes” campaign for Tourism Tasmania. By creating four “Tasaramas”, a highly engaging and interactive visual landscape that let locals guide visitors through each of the Tasaramas. Driven to the microsite by outdoor and digital advertising, visitors are able to explore the offerings of the four regions, and given the option to discover more by interacting with guides appointed to take over the social channels for Tourism Tasmania.
With Collective was tasked to re-engage Qantas Frequent Flyer members, those who rarely flew and weren’t engaged with earning points, and get them earning points again. With Collective developed a digitally-led campaign, focused on emotional storytelling, supported by educational messaging. The result was a multi-device digital experience, with video content that built an emotional connection by showing members the types of experiences they could use their Qantas points for. A site was built to personalise the user experience via a bespoke API that connected the QFF database in real-time. Members were asked to nominate their own personal Points Destination Goal – which was a trip or holiday with a nominated friend or loved one, and then calculate how many points they needed to get there. The results included a 45% member conversion, with more than 10% of members have achieving their goals.
The IAB Creative Showcase competition series accepts entries for work completed in the three months prior to close of judging for each round and only one campaign per agency is allowed. The winning entries are showcased at https://www.iabaustralia.com.au/creative-awards/creative-showcase.
Creative Showcase 10.3 Winners
Creative agency: M&C Saatchi
Brand name: The Blueball Foundation
Creative agency: JimJam Ideas
Brand name: Tourism Tasmania
Creative agency: With Collective
Brand name: Qantas